Abstract
Media selection has become a more complex problem because of the fast development of Information and Communication Technology. However, there is little quantified work on the tools for media selection decisions. The three main tools available are Media Richness Theory (MRT) [1], Social Influence Perspectives (SIP) [2], and Media Fitness Framework (MFF) [3,4]. MFF is a combination of the factors from MRT and SIP with additional factors for environmental and resource limitations. In this research, we tested the effectiveness of media selection prediction of these three tools on 72 communication tasks from 18 companies. We then compared the results to real data. This comparison showed MFF to be more effective than either MRT or SIP, particularly in multiple-media situations. MFF also had a faster convergence of media selection prediction.
Highlights
Computer-Mediated Communication (CMC) and other such new technologies have brought us new communication tools, and increased the complexity of the media selection decision
The aim of this research is to test the effectiveness of Media Fitness Framework (MFF) by comparing the theoretical predictive ability of MFF, Media Richness Theory (MRT), and Social Influence Perspective (SIP) on real communication tasks
Research related to media selection have fallen into the standard style, which tries to support one theory or deny the other (e.g., Dennis and Kinney in 1998 [10], Kahai and Cooper in 2003 [9], etc.)
Summary
Computer-Mediated Communication (CMC) and other such new technologies have brought us new communication tools, and increased the complexity of the media selection decision. One was the rational camp, which suggested that managers select media rationally by comparing the inner attributes of each communication medium. Researchers have done empirical studies to support or deny the theories of both camps. This conflicting and contradictory situation in the research on media selection field led to Higa and Gu putting forward a more recent theory. Their Media Fitness Framework (MFF) [3,4] took the best from both camps and proposed the task-media fit hypothesis to provide an answer for old and new communication media selection
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